Red Bull recent flavor diversification

Red Bull has been around since the late 80’s. As a 32 year old company, they survived for the great majority of their life with only a single flavor- plus a sugar free version of that flavor. They have the highest market share in the world of energy drinks with just that single flavor. I noticed within the last five years or so they started experimenting with flavors, and probably the last two years we have seen a ton of flavors come out.

I know you already talked about Red Bull historically, but you asked for suggestions on new products and I thought this was interesting. They’ve been so successful with just one flavor and now they are really changing up their portfolio. Why did they do this, and what will it mean for them?